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There’s an overwhelming array of ways marketers can grow theirdirect ecommerce presence. How do you know which is best for your brand?
JUST THE FACTS: Identifying and describing a goodecommerce target provides clear guidance onsite design, strategies, and tactics. A: Understand the basics of your online buyers. B: Pinpoint the segment that is the most pro�table to the ecommerce site. C: Let the target segment drive the creation of digital personas, site design, tools, and site “positioning.”
Who shops online will vary by category. FICTION: Understanding general online behavior provides enoughinformation on which to base an ecommerce strategy.
FACT: Any given person can behave VERY DIFFERENTLY withdi�erent brands or on di�erent sites.
It’s True...There are MAJOR bene�ts of expanding yourdirect ecommerce presence. • Delivers considerably higher margins • Supplies expanded reach for distribution • Provides access to customer data • O�ers opportunities to develop customer insights • Meets consumers expectations to be able to buy brands directly • Presents a much richer brand experience via the brand’s website
There are many di�erent types of online shoppers on your site. FICTION: These groups have similar needs and wants from the online shopping experience.
FACT: Not only do they have di�erent needs, the mix and valueof these groups depends on the category and brand.
BroadSelection
RetailHatersFamily
ProvisionerBargainHunterLatest &
GreatestBroswer/Researcher
–> –>–>BroadSelection
Latest &Greatest
BargainHunters
Typically consumers who buy from a brand’s websiteare a SUBSET of brand buyers.
FICTION: Direct online buyers have theSAME needs as overall brand buyers.
FACT: They have a DISTINCT set of needs.
Growing YOURDIRECT ECOMMERCEPresenceFiction& Fact
25%
LOOK who’s MOST important?
31%23%
16%
5% 2%
–>
% of DirectEcommerce Pro�ts
CREATEHundreds of
Variables
TESTTo identify
characteristicsof people who
are pro�table foryour ecommerce
SITE
—> —> PRODUCEOptimal
Segmentation– Attitudes– Site Needs– Buying Behaviors– Demographics– Brand Segment Membership– Database data